Last Updated On:  2022-09-26 19:00:43.119389
Author: Philipe Bujold

C:\Anaconda\lib\site-packages\itables\javascript.py:63: UserWarning:

Did you know? init_notebook_mode(all_interactive=False, connected=True) does nothing. Feel free to remove this line, or pass warn_if_call_is_superfluous=False.

C:\Anaconda\lib\site-packages\IPython\core\interactiveshell.py:3457: DtypeWarning:

Columns (5,168,233) have mixed types.Specify dtype option on import or set low_memory=False.

Original dataframe lenght: 4180
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Lenght after filtering: 4180

Alchemer did a few mishaps when ordering data, manually reordering some of the yes/no answers.

Social Media #

To understand if the general population (not social media influencers) believes there is a reputational risk associated with posting on social media about climate change, and how that compares to posting about activities that are environmentally positive but not explicitly climate-motivated.

What we want to be able to say

  • Would someone bulk at posting something?

  • What attributes do they have

Social Media Use#

This first set of questions examined which social media respondents used, which ones they used regularly, and which ones they actually created content for. The scores presented in the table represent the weighted average of % respondents who use or post on X social media platform.

  Facebook Instagram Pinterest Reddit Snapchat TikTok Twitter YouTube Other - Please specify I don't use any social media
What social media platforms do you use? Select all that apply 80.46 51.13 32.46 16.96 28.08 35.60 31.47 72.10 3.93 4.02
What social media platforms do you use daily? Select all that apply 70.12 35.64 12.88 8.12 18.55 26.59 18.68 51.87 3.64 5.65
What social media platforms do you post or share content to? Select all that apply 71.86 35.54 9.03 6.09 16.75 15.48 17.54 20.17 3.98 8.28

How are these affected by demographic?

corr_threshold = 0.2

Breakdown of responses by age_group
    Facebook Instagram Pinterest Reddit Snapchat TikTok Twitter YouTube Other - Please specify I don't use any social media
18-24 What social media platforms do you post or share content to? Select all that apply 46.05 58.41 7.86 9.56 46.20 31.07 23.35 22.79 3.41 3.97
25-34 What social media platforms do you post or share content to? Select all that apply 74.54 58.79 11.48 11.30 31.54 23.80 23.02 24.62 1.24 1.78
35-44 What social media platforms do you post or share content to? Select all that apply 77.03 49.13 11.14 9.99 18.33 21.68 25.44 27.54 1.98 5.42
45-54 What social media platforms do you post or share content to? Select all that apply 77.26 28.43 8.16 3.78 7.94 14.17 15.97 22.09 5.34 7.11
55+ What social media platforms do you post or share content to? Select all that apply 74.06 12.68 7.52 1.41 2.61 3.73 9.71 12.65 5.95 14.90
18-24 What social media platforms do you use daily? Select all that apply 49.65 58.40 17.47 15.71 49.04 61.70 28.01 68.13 2.64 2.25
25-34 What social media platforms do you use daily? Select all that apply 71.36 56.51 15.99 13.54 33.88 38.66 25.16 64.18 1.70 0.89
35-44 What social media platforms do you use daily? Select all that apply 74.64 47.79 14.88 12.99 21.03 30.99 25.62 65.16 1.16 3.26
45-54 What social media platforms do you use daily? Select all that apply 74.62 29.89 9.91 5.37 10.80 25.04 16.73 53.18 4.75 3.99
55+ What social media platforms do you use daily? Select all that apply 72.02 14.17 10.11 1.70 2.91 7.53 9.81 33.31 5.67 11.06
18-24 What social media platforms do you use? Select all that apply 64.49 81.95 41.00 31.24 61.03 69.27 48.57 86.39 3.27 1.27
25-34 What social media platforms do you use? Select all that apply 84.13 73.43 38.76 28.59 49.29 51.77 39.50 80.81 2.10 0.51
35-44 What social media platforms do you use? Select all that apply 84.40 64.91 36.73 23.32 35.66 44.68 39.55 83.16 1.60 1.75
45-54 What social media platforms do you use? Select all that apply 83.95 45.71 31.42 13.27 21.93 35.48 29.35 75.66 5.37 3.30
55+ What social media platforms do you use? Select all that apply 80.36 25.38 24.84 4.88 5.50 12.05 18.80 56.13 5.59 8.12 
Breakdown of responses by sex
    Facebook Instagram Pinterest Reddit Snapchat TikTok Twitter YouTube Other - Please specify I don't use any social media
Female What social media platforms do you post or share content to? Select all that apply 76.33 40.46 11.40 3.64 18.96 15.43 12.05 13.15 3.11 5.61
Male What social media platforms do you post or share content to? Select all that apply 66.93 30.11 6.43 8.79 14.31 15.54 23.59 27.90 4.94 11.23
Female What social media platforms do you use daily? Select all that apply 75.07 38.94 17.00 5.49 20.39 28.91 13.70 45.50 3.25 3.65
Male What social media platforms do you use daily? Select all that apply 64.66 32.01 8.35 11.01 16.52 24.03 24.16 58.89 4.06 7.86
Female What social media platforms do you use? Select all that apply 84.81 55.69 45.33 13.82 32.37 39.56 26.45 71.87 3.30 2.70
Male What social media platforms do you use? Select all that apply 75.65 46.11 18.28 20.41 23.36 31.25 36.99 72.35 4.63 5.47 
Breakdown of responses by gender
    Facebook Instagram Pinterest Reddit Snapchat TikTok Twitter YouTube Other - Please specify I don't use any social media
Female What social media platforms do you post or share content to? Select all that apply 76.63 40.10 11.41 3.59 18.70 15.23 11.97 13.28 3.07 5.59
Male What social media platforms do you post or share content to? Select all that apply 67.10 30.09 6.51 8.85 14.29 15.57 23.66 27.85 4.92 11.25
Non-binary What social media platforms do you post or share content to? Select all that apply 44.31 75.24 2.32 7.90 31.75 29.53 14.84 7.95 6.19 7.41
Prefer not to say What social media platforms do you post or share content to? Select all that apply 50.03 31.36 10.47 nan 50.35 14.16 32.76 12.55 nan 9.75
Prefer to self describe: What social media platforms do you post or share content to? Select all that apply 32.43 nan nan nan nan 30.51 nan 69.49 37.06 nan
Female What social media platforms do you use daily? Select all that apply 75.36 38.54 17.02 5.32 20.20 28.55 13.58 45.69 3.24 3.68
Male What social media platforms do you use daily? Select all that apply 64.76 32.07 8.46 11.08 16.48 24.18 24.22 58.65 4.04 7.91
Non-binary What social media platforms do you use daily? Select all that apply 44.04 72.34 8.98 21.68 32.89 45.12 17.35 48.80 nan nan
Prefer not to say What social media platforms do you use daily? Select all that apply 50.03 31.36 nan nan 43.23 42.23 39.49 49.63 12.55 nan
Prefer to self describe: What social media platforms do you use daily? Select all that apply 69.49 nan nan nan nan nan nan nan 37.06 nan
Female What social media platforms do you use? Select all that apply 84.99 55.32 45.31 13.38 32.17 39.12 26.09 71.78 3.27 2.73
Male What social media platforms do you use? Select all that apply 75.83 46.20 18.29 20.61 23.37 31.41 37.11 72.18 4.53 5.51
Non-binary What social media platforms do you use? Select all that apply 63.65 80.95 47.71 43.90 41.55 57.65 49.65 86.69 6.19 nan
Prefer not to say What social media platforms do you use? Select all that apply 50.03 59.71 10.47 10.47 50.35 60.82 49.24 83.13 18.59 nan
Prefer to self describe: What social media platforms do you use? Select all that apply 69.49 nan nan nan nan nan nan nan 37.06 nan 
Breakdown of responses by ethnicity
    Facebook Instagram Pinterest Reddit Snapchat TikTok Twitter YouTube Other - Please specify I don't use any social media
American_Indian What social media platforms do you post or share content to? Select all that apply 64.29 36.07 5.08 6.99 13.14 8.42 6.47 16.07 4.18 5.79
Asian What social media platforms do you post or share content to? Select all that apply 63.92 39.20 6.79 5.09 9.33 13.71 18.41 27.77 3.55 7.54
Black What social media platforms do you post or share content to? Select all that apply 71.69 42.99 8.46 6.71 19.13 20.07 22.17 29.45 3.00 7.03
Native_Hawaiian What social media platforms do you post or share content to? Select all that apply 95.55 55.23 15.43 nan 4.71 4.71 19.88 30.79 nan nan
Other What social media platforms do you post or share content to? Select all that apply 60.89 54.56 8.09 4.72 18.60 21.61 15.92 20.20 4.29 6.91
White What social media platforms do you post or share content to? Select all that apply 73.63 32.18 9.48 6.20 16.96 14.51 17.04 17.91 4.18 8.75
American_Indian What social media platforms do you use daily? Select all that apply 61.20 32.86 6.83 6.99 15.22 18.41 9.14 41.80 2.73 3.39
Asian What social media platforms do you use daily? Select all that apply 63.83 39.14 12.30 7.12 12.57 21.86 20.25 68.49 5.00 5.02
Black What social media platforms do you use daily? Select all that apply 68.12 43.75 11.35 9.61 22.18 32.27 21.92 65.11 2.49 5.44
Native_Hawaiian What social media platforms do you use daily? Select all that apply 95.55 70.66 36.94 nan 4.71 27.86 19.88 92.28 nan nan
Other What social media platforms do you use daily? Select all that apply 64.59 50.25 12.53 6.80 20.25 35.69 13.99 57.62 3.09 3.36
White What social media platforms do you use daily? Select all that apply 71.62 32.55 13.28 8.09 18.43 25.41 18.58 47.65 3.80 6.02
American_Indian What social media platforms do you use? Select all that apply 69.77 53.50 32.95 8.93 21.71 22.25 17.11 73.18 2.73 2.67
Asian What social media platforms do you use? Select all that apply 77.75 58.73 28.66 16.15 21.73 31.60 30.23 85.21 6.28 1.75
Black What social media platforms do you use? Select all that apply 78.30 58.29 25.82 16.75 31.35 44.27 36.84 79.55 1.21 3.38
Native_Hawaiian What social media platforms do you use? Select all that apply 95.55 92.28 41.65 4.71 50.89 69.25 26.07 nan nan nan
Other What social media platforms do you use? Select all that apply 75.00 66.56 34.06 15.70 37.16 48.27 29.12 78.36 3.68 2.84
White What social media platforms do you use? Select all that apply 81.75 47.64 33.79 17.38 27.36 33.49 31.16 68.94 4.24 4.48 
Breakdown of responses by SASSY
    Facebook Instagram Pinterest Reddit Snapchat TikTok Twitter YouTube Other - Please specify I don't use any social media
Alarmed What social media platforms do you post or share content to? Select all that apply 70.06 44.54 12.42 9.01 18.14 21.53 27.50 24.07 2.97 6.60
Cautious What social media platforms do you post or share content to? Select all that apply 72.48 35.85 7.69 5.41 18.55 12.79 13.23 18.18 3.81 8.27
Concerned What social media platforms do you post or share content to? Select all that apply 74.01 39.43 9.18 6.23 19.97 17.91 17.54 19.54 3.47 6.51
Disengaged What social media platforms do you post or share content to? Select all that apply 78.58 29.17 7.63 4.21 14.53 12.49 8.86 17.07 3.58 11.12
Dismissive What social media platforms do you post or share content to? Select all that apply 68.10 18.79 6.11 2.06 8.32 6.99 12.25 17.09 9.43 12.18
Doubtful What social media platforms do you post or share content to? Select all that apply 68.73 20.47 6.11 4.14 9.81 7.94 10.67 19.97 4.25 12.21
Alarmed What social media platforms do you use daily? Select all that apply 69.17 43.52 15.86 11.75 19.89 32.11 27.93 57.14 3.06 4.47
Cautious What social media platforms do you use daily? Select all that apply 71.43 36.43 11.04 5.41 21.79 26.65 13.34 51.03 2.11 5.73
Concerned What social media platforms do you use daily? Select all that apply 71.18 38.71 13.14 9.59 21.20 30.92 18.96 54.40 3.59 4.25
Disengaged What social media platforms do you use daily? Select all that apply 78.15 27.88 17.71 5.65 19.52 24.72 13.48 44.58 4.02 5.96
Dismissive What social media platforms do you use daily? Select all that apply 66.05 20.65 9.20 3.65 9.67 10.84 13.19 43.84 8.94 8.71
Doubtful What social media platforms do you use daily? Select all that apply 66.20 23.79 8.77 5.20 9.50 15.48 12.64 44.67 3.69 9.26
Alarmed What social media platforms do you use? Select all that apply 80.24 60.19 36.78 22.86 32.04 39.14 41.48 77.08 3.26 2.88
Cautious What social media platforms do you use? Select all that apply 81.45 50.02 31.05 13.25 30.84 37.24 26.93 71.51 2.53 3.79
Concerned What social media platforms do you use? Select all that apply 82.56 56.70 33.46 18.41 30.95 41.25 32.84 74.84 3.53 3.01
Disengaged What social media platforms do you use? Select all that apply 83.97 42.97 35.30 14.43 26.26 35.02 19.86 67.48 3.29 6.99
Dismissive What social media platforms do you use? Select all that apply 74.57 32.14 25.22 9.31 15.78 17.43 23.30 64.30 9.51 7.31
Doubtful What social media platforms do you use? Select all that apply 76.43 36.56 26.34 12.92 17.34 24.10 24.86 63.14 5.19 5.62 
Breakdown of responses by partner
    Facebook Instagram Pinterest Reddit Snapchat TikTok Twitter YouTube Other - Please specify I don't use any social media
No What social media platforms do you post or share content to? Select all that apply 65.28 34.55 6.63 6.34 16.15 13.11 16.10 21.15 4.24 8.57
Yes What social media platforms do you post or share content to? Select all that apply 73.68 39.63 7.04 6.05 23.11 19.65 15.37 19.59 2.83 5.59
No What social media platforms do you use daily? Select all that apply 62.89 33.62 9.71 8.47 16.86 24.88 18.14 54.95 3.90 5.96
Yes What social media platforms do you use daily? Select all that apply 72.27 39.39 10.39 7.59 27.01 35.93 15.14 58.27 2.06 3.17
No What social media platforms do you use? Select all that apply 74.64 49.48 28.55 16.11 25.82 33.96 31.41 74.02 3.95 4.30
Yes What social media platforms do you use? Select all that apply 85.13 61.90 28.68 19.68 40.69 47.12 31.87 78.31 2.14 2.34 
Breakdown of responses by employment_status
    Facebook Instagram Pinterest Reddit Snapchat TikTok Twitter YouTube Other - Please specify I don't use any social media
Employed full-time What social media platforms do you post or share content to? Select all that apply 73.70 49.72 11.98 10.91 25.20 24.22 27.09 27.36 3.09 4.89
Employed part-time What social media platforms do you post or share content to? Select all that apply 66.96 46.08 8.51 3.37 22.26 17.45 15.10 17.55 3.07 6.44
Retired What social media platforms do you post or share content to? Select all that apply 73.18 9.41 6.48 1.20 1.79 2.50 9.10 12.75 5.80 15.53
Unemployed What social media platforms do you post or share content to? Select all that apply 70.09 37.26 7.58 5.52 17.48 15.43 13.45 18.68 3.80 6.39
Employed full-time What social media platforms do you use daily? Select all that apply 72.58 51.01 16.27 12.88 29.46 37.37 28.55 59.41 2.87 2.53
Employed part-time What social media platforms do you use daily? Select all that apply 63.27 40.87 10.37 5.30 21.55 31.87 15.72 56.32 3.05 5.92
Retired What social media platforms do you use daily? Select all that apply 72.02 11.60 8.97 1.49 2.17 5.75 9.00 31.60 5.28 11.51
Unemployed What social media platforms do you use daily? Select all that apply 67.75 35.98 13.34 9.65 18.37 30.45 15.72 60.61 3.29 3.76
Employed full-time What social media platforms do you use? Select all that apply 82.93 65.64 37.45 25.25 42.62 48.06 42.97 78.83 3.20 1.86
Employed part-time What social media platforms do you use? Select all that apply 77.75 62.53 34.58 16.18 34.08 42.20 31.12 77.69 3.26 2.07
Retired What social media platforms do you use? Select all that apply 79.40 22.08 23.45 4.36 4.72 9.83 17.19 53.66 5.18 8.71
Unemployed What social media platforms do you use? Select all that apply 79.21 55.21 33.70 18.64 28.55 41.73 29.77 79.43 4.03 3.14 
Breakdown of responses by enviro_donation
    Facebook Instagram Pinterest Reddit Snapchat TikTok Twitter YouTube Other - Please specify I don't use any social media
No What social media platforms do you post or share content to? Select all that apply 71.48 32.52 7.68 4.65 14.97 12.82 13.86 17.90 3.98 8.82
Yes What social media platforms do you post or share content to? Select all that apply 73.49 48.39 14.79 12.22 24.33 26.84 33.22 29.82 3.97 6.01
No What social media platforms do you use daily? Select all that apply 69.85 32.97 11.82 6.39 16.50 24.28 14.94 50.23 3.50 5.77
Yes What social media platforms do you use daily? Select all that apply 71.24 47.04 17.42 15.49 27.28 36.43 34.60 58.88 4.20 5.15
No What social media platforms do you use? Select all that apply 80.40 48.32 32.05 14.22 25.95 33.76 27.49 71.40 3.79 3.99
Yes What social media platforms do you use? Select all that apply 80.69 63.11 34.20 28.62 37.19 43.46 48.38 75.07 4.55 4.16

We can see here some of the other social media that respondents used, as well as the demographic information of said respondents.

education income age_group SASSY politics state sex Other SMs used Other SM used daily Other SM posts on
Loading... (need help?)
Noneeducationincomeage_groupSASSYpoliticsstatesexOther SMs usedOther SM used dailyOther SM posts on

Topic Interest#

This second set of questions examined which topics respondents were more likely to be interested in, post about, and face social praise or backlash for engaging with. Resondents were given a 7-item likert scale for which to answer from Extremely likely to Extremely unlikely, the table below showes the weighted average of normalized responses. That is, 1 represents an average responses of Extremely likely, whilst 0 represents an average response of Extremely unlikely.

  Health and Fitness Personal finance (money saving strategies, life hacks, etc ) Extreme weather (floods, heatwaves, storms, etc ) Technology and gadgets Climate change Food (new restaurants, recipes, ingredients, etc ) Lifestyles (Travel, hobbies, work )
Thinking about the social media you use, how interested are you when you see social media content about 0.48 0.46 0.53 0.48 0.42 0.56 0.49
Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 0.48 0.41 0.49 0.47 0.41 0.58 0.55 


C:\Anaconda\lib\site-packages\numpy\core\fromnumeric.py:3208: VisibleDeprecationWarning:

Creating an ndarray from ragged nested sequences (which is a list-or-tuple of lists-or-tuples-or ndarrays with different lengths or shapes) is deprecated. If you meant to do this, you must specify 'dtype=object' when creating the ndarray.

This is how demographics correlate with the above

corr_threshold = 0.2

Breakdown of responses by age_group
    Health and Fitness Personal finance (money saving strategies, life hacks, etc ) Extreme weather (floods, heatwaves, storms, etc ) Technology and gadgets Climate change Food (new restaurants, recipes, ingredients, etc ) Lifestyles (Travel, hobbies, work )
18-24 Thinking about the social media you use, how interested are you when you see social media content about 53.17 52.15 46.63 50.75 42.77 62.90 54.19
25-34 Thinking about the social media you use, how interested are you when you see social media content about 56.39 57.58 56.37 57.66 49.59 65.52 60.10
35-44 Thinking about the social media you use, how interested are you when you see social media content about 53.66 51.66 54.94 55.11 45.06 60.94 55.76
45-54 Thinking about the social media you use, how interested are you when you see social media content about 45.61 44.93 53.97 48.48 41.58 56.01 47.04
55+ Thinking about the social media you use, how interested are you when you see social media content about 40.59 36.59 51.16 38.49 37.71 47.08 38.08
18-24 Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 51.17 41.51 41.35 47.67 38.25 60.20 60.72
25-34 Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 57.75 51.45 52.25 55.37 47.30 67.64 65.18
35-44 Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 54.97 49.08 53.63 55.66 46.17 64.75 61.92
45-54 Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 45.83 40.64 51.16 47.91 41.95 58.10 54.14
55+ Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 40.07 32.90 45.79 37.92 36.37 50.24 45.65 
Breakdown of responses by gender
    Health and Fitness Personal finance (money saving strategies, life hacks, etc ) Extreme weather (floods, heatwaves, storms, etc ) Technology and gadgets Climate change Food (new restaurants, recipes, ingredients, etc ) Lifestyles (Travel, hobbies, work )
Female Thinking about the social media you use, how interested are you when you see social media content about 48.15 44.59 53.23 41.12 42.63 59.39 50.76
Male Thinking about the social media you use, how interested are you when you see social media content about 48.12 48.36 52.01 55.67 41.85 52.62 46.11
Non-binary Thinking about the social media you use, how interested are you when you see social media content about 40.87 28.42 56.72 35.27 66.60 59.89 50.59
Prefer not to say Thinking about the social media you use, how interested are you when you see social media content about 67.10 50.80 50.25 58.59 63.33 71.32 29.04
Prefer to self describe: Thinking about the social media you use, how interested are you when you see social media content about 58.68 67.57 37.06 62.94 32.43 30.51 nan
Female Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 48.56 38.55 49.36 42.69 40.85 61.83 58.17
Male Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 47.84 44.75 47.93 51.85 41.40 54.63 51.93
Non-binary Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 44.74 34.86 51.09 34.86 54.09 66.83 68.27
Prefer not to say Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 46.47 40.48 35.10 53.81 55.23 51.15 50.89
Prefer to self describe: Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 69.49 32.43 69.49 47.69 32.43 37.06 37.06 
Breakdown of responses by politics
    Health and Fitness Personal finance (money saving strategies, life hacks, etc ) Extreme weather (floods, heatwaves, storms, etc ) Technology and gadgets Climate change Food (new restaurants, recipes, ingredients, etc ) Lifestyles (Travel, hobbies, work )
Center Thinking about the social media you use, how interested are you when you see social media content about 46.84 45.05 51.56 48.42 42.58 55.01 46.77
Left Thinking about the social media you use, how interested are you when you see social media content about 47.61 45.15 52.27 47.09 49.37 55.60 49.81
Right Thinking about the social media you use, how interested are you when you see social media content about 50.58 50.84 54.77 49.75 36.65 57.93 50.75
Very Right Thinking about the social media you use, how interested are you when you see social media content about 50.93 48.39 53.61 49.15 31.34 57.58 50.15
Very left Thinking about the social media you use, how interested are you when you see social media content about 45.22 42.32 52.87 42.46 56.08 56.02 47.72
Center Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 48.05 41.66 48.40 46.94 41.47 57.58 54.10
Left Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 46.75 39.45 48.46 47.13 44.05 58.01 55.73
Right Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 51.54 45.12 50.59 49.90 38.45 61.24 56.13
Very Right Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 49.78 43.50 48.50 47.09 35.70 57.71 55.45
Very left Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 41.88 34.28 46.23 43.43 46.20 57.85 56.27 
Breakdown of responses by employment_status
    Health and Fitness Personal finance (money saving strategies, life hacks, etc ) Extreme weather (floods, heatwaves, storms, etc ) Technology and gadgets Climate change Food (new restaurants, recipes, ingredients, etc ) Lifestyles (Travel, hobbies, work )
Employed full-time Thinking about the social media you use, how interested are you when you see social media content about 56.33 55.87 56.23 56.64 46.66 63.52 57.77
Employed part-time Thinking about the social media you use, how interested are you when you see social media content about 50.34 49.40 50.23 47.18 40.83 58.10 51.21
Retired Thinking about the social media you use, how interested are you when you see social media content about 39.32 35.13 51.29 37.62 38.07 45.36 36.83
Unemployed Thinking about the social media you use, how interested are you when you see social media content about 43.94 42.24 50.07 46.61 41.52 56.04 46.12
Employed full-time Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 55.70 50.12 52.55 54.65 45.49 65.24 63.64
Employed part-time Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 50.41 40.76 47.08 47.12 40.09 59.99 56.57
Retired Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 38.52 31.28 45.72 37.31 36.68 48.92 43.92
Unemployed Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 46.19 39.64 46.83 45.90 40.26 57.72 54.22 
Breakdown of responses by enviro_donation
    Health and Fitness Personal finance (money saving strategies, life hacks, etc ) Extreme weather (floods, heatwaves, storms, etc ) Technology and gadgets Climate change Food (new restaurants, recipes, ingredients, etc ) Lifestyles (Travel, hobbies, work )
No Thinking about the social media you use, how interested are you when you see social media content about 45.38 44.00 50.86 45.46 38.77 54.78 46.64
Yes Thinking about the social media you use, how interested are you when you see social media content about 59.67 56.02 60.53 58.77 57.93 62.34 56.90
No Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 46.05 39.02 46.75 44.75 38.28 56.97 53.64
Yes Thinking about your typical posting habits, how likely are you to use social media in the future to post or share content with others about 57.31 51.65 56.93 56.56 53.72 64.68 62.10

Topic Interest#

This second set of questions examined which topics respondents were more likely to be interested in, post about, and face social praise or backlash for engaging with. Resondents were given a 7-item likert scale for which to answer from Extremely likely to Extremely unlikely, the table below showes the weighted average of normalized responses. That is, 1 represents an average responses of Extremely likely, whilst 0 represents an average response of Extremely unlikely.

  Health and Fitness Personal finance (money saving strategies, life hacks, etc ) Extreme weather (floods, heatwaves, storms, etc ) Technology and gadgets Climate change Food (new restaurants, recipes, ingredients, etc ) Lifestyles (Travel, hobbies, work )
How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 0.56 0.50 0.54 0.55 0.47 0.65 0.60
How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 0.38 0.39 0.40 0.38 0.44 0.36 0.37 


corr_threshold = 0.2

Breakdown of responses by age_group
    Health and Fitness Personal finance (money saving strategies, life hacks, etc ) Extreme weather (floods, heatwaves, storms, etc ) Technology and gadgets Climate change Food (new restaurants, recipes, ingredients, etc ) Lifestyles (Travel, hobbies, work )
18-24 How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 41.62 42.07 39.85 39.56 47.96 38.27 40.48
25-34 How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 39.73 41.35 42.76 41.21 46.91 36.94 40.32
35-44 How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 39.19 41.90 41.85 38.87 45.16 37.21 38.27
45-54 How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 38.87 37.57 39.24 38.16 42.65 35.03 36.10
55+ How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 36.00 36.58 37.55 36.11 41.22 34.96 34.76
18-24 How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 61.16 50.41 52.06 59.60 48.27 67.97 64.09
25-34 How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 63.67 58.19 57.01 63.71 52.25 72.46 69.30
35-44 How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 61.73 57.07 58.51 62.88 51.14 71.33 66.98
45-54 How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 56.12 50.61 55.31 56.33 46.75 65.47 60.33
55+ How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 48.29 41.64 51.22 45.80 41.14 56.79 51.54 
Breakdown of responses by SASSY
    Health and Fitness Personal finance (money saving strategies, life hacks, etc ) Extreme weather (floods, heatwaves, storms, etc ) Technology and gadgets Climate change Food (new restaurants, recipes, ingredients, etc ) Lifestyles (Travel, hobbies, work )
Alarmed How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 39.44 40.49 41.65 39.00 43.60 35.92 37.95
Cautious How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 41.00 41.21 40.66 39.69 44.38 39.15 39.65
Concerned How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 37.17 38.64 39.99 37.97 42.44 35.04 37.34
Disengaged How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 39.48 41.50 41.44 40.35 41.67 38.39 39.86
Dismissive How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 35.94 36.64 36.59 36.41 48.47 34.94 33.69
Doubtful How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 35.85 35.18 35.39 35.42 46.15 34.07 33.18
Alarmed How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 62.45 54.11 60.96 61.33 61.91 70.22 65.53
Cautious How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 56.57 51.51 52.72 55.10 43.74 64.03 59.32
Concerned How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 56.57 49.15 55.18 55.85 50.69 65.19 62.04
Disengaged How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 52.71 51.36 51.77 54.06 43.23 65.58 59.00
Dismissive How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 47.09 42.73 45.16 47.25 19.74 55.70 51.52
Doubtful How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 49.48 43.85 47.73 48.12 28.37 60.17 53.74 
Breakdown of responses by politics
    Health and Fitness Personal finance (money saving strategies, life hacks, etc ) Extreme weather (floods, heatwaves, storms, etc ) Technology and gadgets Climate change Food (new restaurants, recipes, ingredients, etc ) Lifestyles (Travel, hobbies, work )
Center How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 37.59 38.11 39.22 37.48 41.68 35.12 36.29
Left How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 37.71 39.46 39.53 37.21 42.62 35.05 37.06
Right How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 41.73 42.27 40.02 40.44 46.84 39.00 40.14
Very Right How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 40.05 40.51 42.02 41.60 50.01 40.12 40.27
Very left How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 35.44 36.98 38.72 34.24 40.56 30.42 33.14
Center How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 55.12 49.18 52.75 54.44 45.83 63.10 59.52
Left How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 57.89 49.14 54.84 56.87 52.15 65.80 62.17
Right How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 58.32 52.66 56.35 57.52 44.48 66.75 61.68
Very Right How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 56.70 51.18 54.96 55.65 40.15 64.37 59.28
Very left How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 54.13 46.49 53.61 53.32 54.39 66.83 61.53 
Breakdown of responses by employment_status
    Health and Fitness Personal finance (money saving strategies, life hacks, etc ) Extreme weather (floods, heatwaves, storms, etc ) Technology and gadgets Climate change Food (new restaurants, recipes, ingredients, etc ) Lifestyles (Travel, hobbies, work )
Employed full-time How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 40.07 41.61 42.40 39.77 46.27 37.17 39.16
Employed part-time How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 38.03 39.53 38.39 38.79 45.14 36.59 37.30
Retired How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 36.52 36.69 37.52 36.47 41.09 35.57 35.21
Unemployed How likely is it that you will receive a negative reaction (content sharing, dislikes, negative comments, direct messages, etc ) if you posted on social media about 37.99 38.11 39.11 37.70 43.09 34.88 36.74
Employed full-time How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 63.04 58.14 58.06 62.80 50.92 70.51 67.46
Employed part-time How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 59.50 50.13 53.32 56.09 46.22 66.90 62.62
Retired How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 46.58 39.72 50.88 44.80 41.11 55.08 49.33
Unemployed How likely is it that you will receive a positive reaction (content sharing, likes, positive comments, direct messages, etc ) if you posted on social media about 54.85 48.25 52.87 55.48 46.60 66.31 60.73